How to Set Up Google Ads Conversion Tracking for Maximum ROI

Google Ads conversion tracking allows e-commerce businesses and marketing agencies to measure the real impact of their ad spending. It can track actions like page visits, purchases, sign-ups, and phone calls.

Without effective tracking, you could be wasting money on ads that don’t generate results.

This guide will teach you how to set up Google Ads conversion tracking. But first, let’s discuss what it entails and why it matters.

What Is Google Ads Conversion Tracking?

Google Ads conversion tracking helps advertisers measure what happens after someone interacts with their ad. It can monitor key customer actions, like purchases, form submissions, or phone calls.

By understanding which ads drive results, you can make better marketing decisions and optimize their ad spending.

Conversion tracking in Google Ads usually works this way:

• A user clicks on a Google ad from Google search or any advertising platform.
• They visit the website and complete a tracked action.
• The Google Ads conversion tag records the action.
• The data appears in the Google Ads dashboard.

Types of Conversions You Can Track

Google Ads allows you to track different types of conversions based on your marketing goals. Here are the most common ones:

• Website conversions: It can capture conversion data like website purchases, sign-ups, form submissions, page clicks, and downloads.
• Offline conversions: Google Ads can also track sales made after a lead interaction, such as in-store purchases.
• Phone calls: It monitors calls from Google ads or click-to-call buttons on websites.
• App conversion: It allows you to set up conversion tracking for app installs and in-app actions.
• Custom conversions: It can also track specific user actions, like video views or chat interactions.

Why Is Google Ads Conversion Tracking Important?

Google Ads conversion tracking shows which ads drive real results. Without it, you end up wasting money on marketing campaigns that don’t convert users.

Tracking conversions helps you understand what brings in sales, leads, or other key actions.

If you have a marketing agency, conversion data makes it easier to prove return on advertising spend (ROAS) to clients.

Meanwhile, if you run an e-commerce business, you can use it to track revenue from ads. This allows you to identify which efforts are working or not and optimize strategies as needed.

Lead generation companies also benefit from conversion value tracking. It can measure form submissions and calls for data-driven decision-making.

How to Set Up Google Ads Conversion Tracking

After learning the importance of conversion tracking, it’s time to focus on how to set it up on Google Ads. Below is a simple guide you can follow:

Step 1: Provide Access to Your Website

Before setting up Google Ads conversion tracking, confirm that you have full access to your website’s backend. This is where you or your web developer will add a global site tag to track user actions.

If your website is created using a content management system (CMS), you also need to install the Google tag on every website page.

To do so, you should access your Google tag screen and navigate to the “Configuration” tab. Click Installation instructions and select your CMS platform from the list shown.

You can track Google Ads conversion data on BigCommerce, Hubspot, Shopify, and WordPress, among other CMS. Simply follow the step-by-step instructions for your specific platform.

Step 2: Create a Conversion Action

After setting up your website, you can create a conversion action on Google Ads. This refers to any customer action that contributes value to your business, such as an online purchase or phone call.

Log in to your Google Ads account and click the “Goals” icon. Here, you’ll see a “Conversions” drop-down selection from the menu.

Select “Summary” and click “+ New conversion action”.

Then, choose “Website” from the options and enter your website domain.

Finally, click “Scan” to determine if your site has the Google tag. If you haven’t installed one yet, you can refer to the next step.

Step 3: Install Google Tag

After creating a conversion action, Google Ads will provide a Google tag. This tag collects conversion data and sends it back to your Google Ads account (not Google Analytics).

You can choose from the following two methods to install your Google tag:

Manual Set Up

Via Google Tag Manager

1. Use the tag that Google Ads automatically detects. 2. Click “Details” to view your tag details. 3. Select “Confirm” to finish the setup. 4. If your website has low traffic volume, Google Ads may not be able to detect any tag. You need admin access to find the missing tag. 5. Click “Choose a tag” to locate tag IDs or other tags you have access to. 6. Select the specific Google tag you want to install, then click the “Confirm” button.

1. Make sure you have access to the Google Tag Manager tool. 2. Open the container you want to configure and click the “Tags” menu. 3. Select “New” to create a new tag and name it. 4. Navigate to the “Tag Configuration” box and click “Google tag.” 5. Configure the Google tag by entering a unique Google tag ID.

Step 4: Set Up Conversion Tracking Tag

If you choose to install your Google tag manually, you also need to set up the conversion tracking tag.

To do this, you need to copy the Conversion ID and Conversion label when configuring the conversion action.

In Google Tag Manager, you’ll see instructions on establishing the tracking tag. Follow these instructions to ensure proper ad tracking on all websites.

Click “Next” and “Done” to finish the setup.

Step 5: Customize Event Tag Triggers

Google provides an event snippet to track conversions. Customize this snippet based on the action you want to track.

For example, if you run an e-commerce store, you can configure the snippet to track sales values.

However, if you’re a marketing agency managing multiple accounts, make sure each event tag is correctly assigned to the right campaigns.

For lead generation companies, conversion tracking should trigger when users submit forms.

Step 6: Test and Verify Your Conversion Tracking Setup

After installation, test your Google Ads conversion tracking code to confirm everything is working properly. Use Google Tag Assistant to check if the conversion tag fires correctly.

You can also run test transactions or form submissions to ensure conversions are being recorded in Google Ads.

If tracking isn’t working, revisit the installation steps or troubleshoot issues with Google’s Tag Assistant.

Best Strategies for Google Ads Conversion Tracking

Setting up Google Ads conversion tracking is just the beginning. Implementing the following advanced strategies can further improve your ad performance.

Import Offline Conversions to Google Ads

Not all customer interactions happen online. Many conversions, such as in-store purchases or phone orders, occur offline.

By importing offline conversions into Google Ads, you can gain a complete view of customer journeys and optimize ad targeting.

To implement this, you can collect offline conversion data and use identifiers like transaction IDs or customer emails. Next, format this data according to Google’s requirements, typically in a CSV file.

Then, upload the file to your Google Ads account and map the data fields correctly.

Track Micro-Conversions Alongside Primary Conversions

While primary conversions like purchases are important, micro-conversions also provide detailed insights into user engagement.

Tracking conversions like newsletter sign-ups or product page views can help you understand user behavior patterns.

It also reveals potential customers who are in the consideration phase. This makes it easier to refine targeting efforts and convert interested users.

Optimize Attribution Models

The attribution model you choose affects how conversions are credited across touchpoints. Selecting the appropriate model allows you to evaluate the value of each interaction in the customer journey.

Common attribution models include:

• First click: First click attribution credits the conversion to the initial interaction.
• Last click: It attributes the conversion to the final touchpoint.
• Linear: It distributes credit equally across all touchpoints.
• Data-driven: This attribution model uses Google’s machine learning to assign credit based on observed data.

Monitor Cross-Device and Multi-Channel Conversions

Consumers often interact with Google Ads across multiple devices and channels before converting. Tracking these conversions helps you understand the complete customer journey, from initial interest to final purchase.

You can implement Google’s global site tag to monitor user interactions across devices. You can also enable cross-device reports in Google Ads to view aggregated data.

To develop a multi-channel attribution strategy, you can integrate Google Ads into different platforms like Shopify or Klaviyo. Doing so unveils the true impact of your marketing efforts.

Invest in Marketing Attribution Software

The best marketing attribution software can provide deeper insights into campaign performance. It reveals high-performing channels, which can improve budget allocation and decision-making.

Choose a marketing attribution platform with user-friendly dashboards, AI-powered capabilities, multi-touch attribution tools, and reliable support.

Investing in such software helps you navigate complex marketing landscapes effectively.

Effortless Google Ads Tracking With Growify

Managing and optimizing your Google Ads campaigns can be complex, but Growify simplifies this process by offering seamless integration and AI-powered analytics.

With Growify, you can effortlessly track your Google Ads performance. You’ll gain valuable insights into key metrics such as click-through rates, conversion rates, and engagement levels.

You can also visualize the entire customer journey across various marketing channels. This allows for precise attribution of conversions.

Plus, you’ll have access to creative analysis tools and budget management capability. You can quickly determine which creative assets resonate best with your target audience and track marketing budgets effectively.

Sign up today to get started or book a personalized demo to see Growify in action!

FAQs About Google Ads Conversion Tracking

How do I track conversions on Google Ads?

To track conversions in Google Ads, you should set up a conversion action in your account. Then, install the Google tag on your website or use Google Tag Manager. The tag records when users complete an action, such as making a purchase or filling out a form.

Is conversion tracking necessary for Google Ads?

Yes, conversion data allows you to measure ROI, optimize bids, and adjust ad targeting. Without conversion tracking, you won’t know if your ad campaigns generate real results.

How do I track call conversions in Google Ads?

Google Ads offers call tracking to measure phone calls from ads. This allows you to monitor calls from call extensions, call-only ads, and website click-to-call buttons.

What is the difference between Google Ads conversion tracking and Google Analytics?

Google Ads tracks conversions based on ad interactions, such as clicks or views. On the other hand, Google Analytics provides a broader view of user behavior, which includes organic traffic, referral sources, and on-site engagement.

Combining both tools gives a more complete understanding of how marketing efforts drive conversions across multiple touchpoints.